Start With the Right Questions
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Good strategy starts with good information. I conduct marketing research for clients ranging from customer interviews that uncover what the market actually wants, to surveying internal teams for insights that leadership often misses. The goal is always the same: replace assumptions with answers. Most businesses are sitting on unanswered questions that quietly cost them revenue, market share, or both. They just don't always know which questions to ask or how to get honest answers. That's where I come in. Research isn't a nice-to-have. It's how you stop guessing and start making decisions you can actually stand behind.
The Impact of Inbound Marketing Methods on Business Performance
In 2024, I joined the Collat School of Business Honors Program at UAB, where each student is tasked with producing an original academic research paper under the guidance of a chosen mentor. I selected Dr. Patrick Murphy, an accomplished business researcher and chair of the Barefield Entrepreneurship Program, to supervise my work.
My research tackled a question that comes up constantly in marketing: does inbound marketing actually outperform traditional outbound methods, and by how much? To find out, I surveyed 30 companies across varying sizes and industries, collecting data on their marketing practices, personnel, and annual revenue. From that data, I developed a standardized metric I called "business performance," which allowed for a fair, apples-to-apples comparison across respondents.
The findings were clear. Companies investing in inbound marketing resources consistently showed stronger firm performance than those relying primarily on outbound methods. It's the kind of result that gives any business owner a concrete reason to rethink where their marketing dollars are going.
The paper was published in the 11th Volume of the Butler Journal of Undergraduate Research. If you'd like to learn more or talk through what these findings might mean for your business, reach out through the contact form.
